عنوان مقاله [English]
The creative city is one of the theories proposed in the postmodern and late paradigm, which has caused huge transformations and developments in cities and has provided the growth and sustainable development of cities. However, the essential element and requirement for the realization of this issue depends on urban branding and creating a favorable mental image so that for this purpose, cities can be successful in the global arena and competition with each other for globalization and raising their name at the international level. Cities are the main places where creativity and innovation emerge, and this creativity is considered vital for their economic success. In recent years, the concept of counter-development has received much attention in the theoretical literature and urban planning practice. The creative development of cities requires different fields, the most important of which are urban branding and the development of citizen participation.
This research is descriptive-quantitative and practical in terms of the method and type of goal, respectively. In this research, information has been collected through surveys and documents. The information obtained from the questionnaires was quantitatively entered into the SPSS software to check Cronbach's alpha value to confirm the questionnaire's validity. This coefficient, with a 0.97, indicates good and reliable internal validity of the questionnaire questions. Then, in the next step, using Smart PLS3 software, modeling and analyzing the findings have been done. Also, to evaluate the collected data, methods of reliability (composite reliability, Cronbach's alpha, and average variance) and validity (confirmatory factor analysis and divergent and convergent validity) were exerted. In the current research, the views and opinions of citizens have been used to investigate the impact of indicators on the realization of a creative city. Therefore, the statistical population in this research includes all citizens living in Rasht city. Also, Cochran's formula was used to calculate the sample size, which is 382. In this research, 410 questionnaires were distributed online among citizens and residents of Rasht city. Based on this, the current research aims to investigate the impact of Rasht's urban management measures in different areas on the realization of this city's creative food city brand. Finally, for this purpose, appropriate solutions have been provided to achieve this goal. Also, this research aims to answer these questions:
-Which indicator is the most important one in realizing the Rasht creative city brand?
- In which areas the performance of urban management has been weak?
Results and discussion
From the analysis of the research data, several vital categories are obtained. In this section, we will only mention these items. The "Economic transformation" index, with the highest average (3.21), and the "Financial support and facilitation" index, with an average of 2.56, have the lowest average among the research indicators. Also, the lowest average among the subjects of this research is related to the two indicators of "setting up an electronic system to manage requests" and "a suitable platform for two-way interaction between officials and people." On the other hand, according to the results of the significance test of the indicators, the impact of the indicators of “use of cultural and historical capacities," "economic transformation," and "networking and participation" are confirmed. Also, in the end, the two indicators of "economic transformation" and "networking and participation" have had the most significant impact on the realization of Rasht city branding in the current conditions.
According to the results obtained from the economic transformation index model, it has had the most significant impact on Rasht's urban branding. After that, the indicators of networking, participation, and the use of historical and cultural capacities have had the greatest impact, respectively. Based on this, economic development in the city, especially in the field of food and feed, and as a result, the improvement of the economic situation is one of the most important factors in improving and realizing the city's branding. However, one of the most critical factors for realizing urban branding is proper networking and infrastructure improvement to increase citizens' participation. In this regard, according to the feedback received from the citizens, setting up an electronic system in order to create a suitable platform for interaction between citizens and city management to take advantage of people's ideas and the creative class can be a fundamental step in improving this index and ultimately improving the image and brand of this city in the national and international arena to play internationally. On the other hand, the indicator of the use of cultural and historical capacities is another influential factor that requires additional attention from the urban management of this city. Based on this, urban management can play a special role in branding this city by improving educational and cultural infrastructures to promote creativity and transfer the cultural and historical capitals of Gilan province to the young generation along with the revival and recreation of historical buildings. However, among the noteworthy results of this research is the low impact and lack of meaning of policy indicators in the field of the creative city, the creation of creative and eventful urban spaces, and especially the indicator of financial support and promotion of the activities of the creative class, which this indicator even has a negative impact on branding. Considering the low average of these indicators in the city of Rasht, which is based on the views and evaluations of the citizens, it is not far from the expectation that these indicators have the least or even a negative impact. In this regard, Rasht's urban management policies need special attention regarding financial support for the creative class and providing facilities and facilities to encourage and facilitate the activities of this class so that an effective step can be taken toward the realization of Rasht's creative city brand.
Keywords: Creative City, Urban Creativity, Urban Branding, Urban Management, Rasht City